Integral Ad Science (IAS) and Nativo announced on Tuesday that they have aligned their abilities to measure the viewability of native ads being placed through Nativo’s private exchange, allowing brand marketers and publishers to transact based on a third-party verification of viewability.

Due to native ad units being controlled by the native tech provider and variations in size, load/rendering and content orientation, it has been a challenge for third-party verification systems to determine viewability of these ads.